A few weeks ago, a rift between two rappers brought to light a voice note in which one was narrating an incident in which he incurred a debt of 800 XAF because he was hungry. Not long before that, a veteran comedian was at Dash media to collect a cooker that was gifted to him by a fan/or well-wisher. Most recently, a popular female artist was on the same Dash media show, crying out for financial help after declaring that her 13-year rap career has not brought her any financial gains.
We have written multiple articles in the past to sensitize artists in Cameroon on how to approach their careers in a manner that will increase their chances of financial success. The articles did not promise the readers that they would end up flying in private jets, and maybe that’s probably why many did not see the value in the knowledge shared.
One of those articles was written with Salatiel as an example. In that particular article, we explored the concept of assets vs liabilities, both in terms of material possessions and brand image. We demonstrated how many artists start their careers by accumulating liabilities, which takes money out of their pockets. This idea of “fake it till you make it” has thrown many into an abysmal pit.
I started my professional life in Cameroon as an artist, and I quickly realized that it was a very bad business. It is common knowledge that more than 75% of businesses fail after 5 years. In an economy like that of Cameroon, we can put that above 95%. I always say that if they wrote books about talented artists who failed, it would give a better perspective to those who want to join the trade.
As it stands in Cameroon, I see only two businesses models for artists. It is either you sing crass music like Maahlox or you sing what I call NGO music like Lydol. In the middle, you are taking the ultimate gamble. Those who survive in the middle have more than their own music to offer. I am talking of the likes of Philbill, Salatiel, k Master K, and Blaise B whose survival is based more on the work they do for other artists in the form of production, songwriting and engineering. Let’s not forget that people like Nkeng, Adah, and Chuzih all started out as artists but are doing much better than artist after switching to video production. Mr Leo has gone the NGO route for the moment. His music academy which is supported by the Canadian embassy is good business.
In the music food chain in Cameroon, artists are actually the customers and also the last to eat. With that in mind, every artist must think about moving higher up in the food chain. When I started music, I told myself I must become a producer and engineer too. That not only saves you money but also increases your chances of longevity.
Salatiel and Jovi will never go out of business; but if all you have is your voice, you are lucky to have a 10 year career. In a place like Cameroon, that will likely not make you enough money to take care of a family and provide the best for them. Many like to feel special and think of themselves as the exception but history has a different story to tell. Even an icon like Richard Bona earned his fortune as a composer and producer rather than as a performer. Becoming Harry Belafonte’s music director is what made him the man we know today. Not everybody has the capacity to excel in multiple music domains but I am one person that believes that everyone has more than one talent they can become good at.
I have always advised artists to look at themselves as a creative agency. In the rift between the two rappers, we see one person who looks at himself as a creative agency and one that has only the performing artist hat – we can see clearly how both have fared.
When I came up with the concept of The Discovery Show, it was to show artists that they should be event organizers too. When I had my epiphany on the music industry industry in Cameroon, I built a website and became a real estate agent. That led me to into property management and construction/remodeling. Have I become a billionaire from that? Definitely not but I can say I have made more money than many of the artists I came and met in the game – many who are equally talented. I have built websites for companies that pay me an annual fee to host and maintain. Many said music was more than me but my only struggle was that my rent should not be more than me. I still release music today to show that it was never more than me – granted I needed time to develop.
I remember spending 1.3 million on my first music video in 2016 – the worst investment I ever made in my life. I however took the lesson and made good use of it. I remember selling my car to put the money in oii. It was hard going back to public transport but today we have a brand that is on to something. In 2021 we had a deal to produce 700 pencil cases and 700 tote bags for an international organization – that was good money.
One thing I never did to myself is create an image that will pressure me to be and look a certain way. When I’m in the carpentry workshop or painting my house or building a showroom for oii – looking dirty, many look at me like I have gone mad. I met a friend a few days ago who told me he sat in the USA thinking I must have really ruined my life in the US to find myself back in Cameroon working in a carpentry workshop. All the while he had pity for me, I was having fun, doing what I love doing, learning valuable skills and building a strong and independent mind. Till date, I do not care what people think of me so long as I know I am moving towards my goals.
When I was organizing the discovery show, I was carrying equipment and working with the guys mounting the stage under the rain. I did not see any artists who were to perform coming to help. They had also not sold any tickets – tickets they were to sell and keep the money. I had much pity for them because they were trying to be what they are not. If they were all hands on with the planning and marketing , we won’t even have issues and they would have learned a lot. They would have also gained more affection from the fans – people love a hard worker.
Why behave like an accomplished artist when you don’t have 800 XAF to buy dinner? If these young artists don’t get their heads out of the clouds, they will continue begging forever or start scamming. The longer they stay ‘head in cloud,’ the harder it will be for them to get down. That’s how they’ll end up hiding and dying in pain rather than living their truth and growing.
I have gotten a lot of financial help in my life, but it has always come as an investment and not as an act of goodwill. Even when it is an act of goodwill, it does not get announced. Before getting into organizing shows, I sat down and counted the number of shows we have in Cameroon every year. Right now, there is no artist solo headlining five shows a year in Cameroon – not even Petit Pays. Simple market research will tell every artist what they are up against.
Askia and I are cool, but history is not mine to hide. She knows how much she made from the Discovery Show, and she also knows why she has not had something of that magnitude again. She also knows all the post-show plans I had for her that never happened. She knows how much that momentum was wasted. It really hurt me to see her out there crying for help publicly. Many will see that as bravery, but to me it was unnecessary – it did not have to go there.
What I propose here is a way of thinking, and for each artist, the solution will be different based on their individual strengths. Cameroon is a challenging country, and you have to be unconventional. It does not pay to sit here and try to copy artists in different countries whose reality you know nothing of, because they obviously do not share their struggles as they do their victories.
For the people of goodwill, you can also gift without putting it out there, like we are in the business of marketing poverty. We cannot normalize charity as the fate of our best entertainers.